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Systematically Rising Above the Noise

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Systematically Rising Above the Noise

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We are entering a world of limitless: noise, marketing channels, and business competition. The systems we have used for over 100 years were built for a world of limited access to information and will not work in the limitless future. We need new systems, which take into account the changed relationships we must have with consumers. Only by shifting our foundations to new systems can we create an effective, scaleable, and sustainable marketing future.

We are entering a world of limitless: noise, marketing channels, and business competition. The systems we have used for over 100 years were built for a world of limited access to information and will not work in the limitless future. We need new systems, which take into account the changed relationships we must have with consumers. Only by shifting our foundations to new systems can we create an effective, scaleable, and sustainable marketing future.

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Systematically Rising Above the Noise

  1. 1. @msweezey Mathew Sweezey Principal of Marketing Insights Salesforce.com @msweezey THREE WAYS TO SYSTEMATICALLY RISE ABOVE THE NOISE INTRODUCE TO THE INFINTIE FUTURE
  2. 2. @msweezey @msweezey This presentation will be covering a lot of slides in a very short amount of time. If you would like to follow along on your device please find my slides posted to slideshare. Find my slides on Twitter @msweezey and there is the URL to the slideshare presentation.
  3. 3. @msweezey We are here You must understand we are in a time of radical change, and only changing radically can we succeed, and become extinct. In assessing the blame for the failure of good companies, the distinction is sometimes made between innovations requiring very different technological capabilities, that is, so called radical change, and those that build upon well-practiced technological capabilities, often called incremental innovations. The notion is the magnitude of the technological change relative to the companies’ capabilities will determine which firms triumph after a technology invade an industry.   -Clayton M. Christensen, The Innovators Dilemma
  4. 4. @msweezey Old Foundations Don’t work in the Limitless World The marketing foundations we use were built during the world of limited access to information. We no longer live in this world yet continue to use those foundations to guide our efforts. This is a failure.
  5. 5. @msweezey We need New Systems We need a new coherent body of ideas or principles which take into account the changed environment. Not just iterations of the old ones.
  6. 6. @msweezey These are Not New Systems You’ll likely say, “But I’ve got social media, marketing automation, and do content marketing. I’ve got new systems”. You are wrong. You have new tools, and channels. We still use your same old systems, just on new channels.
  7. 7. @msweezey Forrester Estimates For every 100 leads a best in class B2B company generates they close 1.54 of them into actual business. It’s half of that for every one else. 1.5
  8. 8. @msweezey Infinite noise is the largest marketing problem we face in the future. Our current models and foundations are not adapted to infinite environments so we must change. Problem’s we face
  9. 9. @msweezey 5 Media Channels In 1960 there are only 5 marketing channels we must master. They are all analog, and mass. All of our marketing foundations are created during this time.
  10. 10. @msweezey Over 200 Channels now Gartner also predicts the CMO will have the largest IT budget by 2017. Increasing the number of channels into infinity because it will be the biggest budget, so it will get the most tools.
  11. 11. @msweezey Limitless Media 
 Consumption This is over 12 hours per day, across multiple screens. Tangling up work life, personal life, and everything else together.
  12. 12. @msweezey Media Ubiquity More people in the world have access to a mobile phone than have access to clean drinking water or electricity. The effects of this are only now beginning to be fully understood.
  13. 13. @msweezey Limitless Media On average there are 1,500 posts waiting for you on Facebook, and on average you check Facebook 17 times per day (Ages 35-49). You also have 7.4 social channels on average.
  14. 14. @msweezey Media 
 Changes 
 Everything Marshall McLuhan denotes how media has changed every society in his foundation text “Gutenberg Galaxy”. Campaigns have not caught up to the modern human, or how we use media. “For Richard Nixon to win the presidency he must lose 10 pounds.” -Marshall McLuhan
  15. 15. @msweezey Attention Spans The average human based on a Microsoft study in 2013 has an average attention span of 8 seconds. NINE SECONDS Goldfish have an attention span of
  16. 16. @msweezey Buyers harness more power when they do a single Google search than all of NASA had in 1969 to land a man on the moon. Anything can be found in an instant, and if it’s not they they leave. 1.70 Page views Per visit to your site 80% Bounce Rate From Google AdWords Instant demands are a heuristic result from Google’s power. Instant Demands
  17. 17. @msweezey LET’s Test YouLets see just how much you have changed based on the environment around you to make this point even clearer.
  18. 18. @msweezey “A” or “b”How do you manage your email in box?
  19. 19. @msweezey “We now disqualify before we qualify”
  20. 20. @msweezey “A” or “b”How do you download data?
  21. 21. @msweezey “We batch research”
  22. 22. @msweezey Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. Batch Research Defined
  23. 23. @msweezey Add to this the idea of more channels, more noise, and more businesses and you can see the idea of “More is not more, but different” emerges. limitless Competition
  24. 24. @msweezey Production3-D printing has democratized production. Now anyone, anywhere, at anytime can print them selves products.
  25. 25. @msweezey TechnologySaaS technology democratized business operations. Now any business can have the best tool set to run their business, and build their product, with almost zero overhead.
  26. 26. @msweezey The switching economy is estimated at $1.7 Trillion dollars. Making it the 10th largest economy on planet earth in 2015. $1.7 Trillion
  27. 27. @msweezey REACHIt is easier and cheaper to reach a single person today than it every has been in our history as marketers. Every social media channel is locked in competition for your marketing dollars. Reach is now democratized.
  28. 28. @msweezey There are entire industries being revolutionized not by new businesses, but by new market places which businesses are not apart of. This is technology making latent supply instantly available. A world with No Businesses
  29. 29. @msweezey Production, Technology, Distribution, and Reach are all democratized making the relationship you have with your consumer the only sustainable competitive advantage. Old business Models fail of Fortune 500 companies are removed from the list in Last decade (2004-2015)1/3
  30. 30. @msweezey The New
 Revolution Thought marketing we build the relationships which fulfill human desires. It is from these relationships we learn what to build, and fulfill the human desires of the future. Market > Sell > Build
  31. 31. @msweezey Infinite media not only is more noise, infinite competition, but it also changes the inner desires of every human. Desires Change
  32. 32. @msweezey Authentic Experiences Joe Pine II explains consumers want, “Honest and Authentic” experiences. He also writes about this concept in three books, Authenticity, The Experience Economy, and Mass Customization.
  33. 33. @msweezey Experiences Are Made of “Content” Wrote “Permission Based Marketing” in 1999. The forward to this book was Don Peppers who co-authored “The One to One Future” written in 1993. Yet, most of us just see “Content” as something we create and mass distribute. Nope! He said create value, and then exchange the value for permission. People don’t desire content they desire honest and authentic experiences, content is just one of ways to deliver it. Most people read Seth Godin’s book and decided they needed to create more content.
  34. 34. @msweezey Mass Media Does not create Relationships The worlds best media brands are failing. BBC laid of 500 reporters last year. Gigaom the $22 million dollar backed media brand, who pioneered blogging closed it’s doors after 8 years in 2015. We need to be relationship brands.
  35. 35. @msweezey The Truth About Mass Media Mass Media owned the relationship because there was no other way to access content. Mass publishing is not the way forward, but rather only what worked in the finite environment. Case and point, organic reach on social media.
  36. 36. @msweezey More is not influential There is no correlation between publishing more often and influence the content has with in a persons life, or with the relationship you have with the consumer. The idea of more content is better is a total red herring.
  37. 37. @msweezey 71% of B2B buyers have been disappointed by content -Pardot research 2013 71% Of B2B Buyers Have been disappointed with content -Pardot Research Report 2013
  38. 38. @msweezey 71% of B2B buyers have been disappointed by content -Pardot research 2013 25% Of them will never engage with your content again -Pardot Research Report 2013
  39. 39. @msweezey Social literacy means connecting to the desires the person has for the media, and the engagement. Radical Tactic #1
  40. 40. @msweezey Building relationships with consumers inner desires is what we should be focused on. This means understanding the desires of the modern human from their experiences. Edward Bernay’s created Public Relations after learning from his uncle Sigmund Freud the power of the unconscious mind. He create a new form of strategic marketing which built relationships between products and consumers inner desires. Relationships are built on Human Desire
  41. 41. @msweezey Path to Purpose Google research done in 2013 proves it is no longer a linear journey to purchase, but rather helping consumers meet their purpose. When you do you increase purchases by 42%. Honest experiences help them fulfill their inner desires, and discover their purpose.
  42. 42. @msweezey Fight Boredom PEW research found that 51% of the time a CEO picks up their mobile device because they are BORED. We use the internet to fight boredom. This is the purpose at that time. It can lead to other things via passive discovery.
  43. 43. @msweezey Escape !People wanting to escape will lean on self discover and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness. However the escape must be an honest, escape. It can not be contrived by a business, but must be found by the person.
  44. 44. @msweezey
  45. 45. @msweezey Read this article for more on creating humor in your content: http:// www.clickz.com/clickz/column/2389218/create-better-content-via-humor Kronos Case Study Kronos, a workforce management software company, uses a weekly comic to engage with their audience. Their comics are consistently shared on LinkedIn two to 10x more than their corporate blog posts.
  46. 46. @msweezey Discover Things Self Discovery means finding things on your own. Same reason your boss doesn’t like your idea, until they think it is their own.
  47. 47. @msweezey Discover!Discovery is one of the greatest gifts of the internet. We have both passive and active discovery modes. Active Discovery: Direct searches on the internet Passive Discovery: When you scroll down in Facebook
  48. 48. @msweezey Self 
 Discovery The highest form of value the internet provides to a human is self discovery. The instant nature to find what ever, and fulfill any purpose or desire instantly. “Mass Publishing is the lowest form of value the internet provides” -David Weinberger ( Co-author of Cluetrain Manifesto)
  49. 49. @msweezey Active
 Discovery Anytime you do a search you are engaging in “Active Discovery” This is when you are looking, seeking, or wanting to find a specific item.
  50. 50. @msweezey Passive
 Discovery Amazon hires 473 “Data Scientists” to study their conversions, and it’s effect on the customer relationship. If they do something look at why. “Amazon.com strives to be the e-commerce destination where consumers can find and discover anything they want to buy online.” Jeff Bezos,
  51. 51. @msweezey Guided Discovery Requires you to know each and every person, and demands a system of relevance which touches all aspects of your business. This puts the customer success platform at the heart of your marketing efforts. Then allows for scaling across all channels, with dynamic and predictive personalization.
  52. 52. @msweezey Presence!Is the content which consumers create about themselves to validate the mediated self they are projecting. Simply engaging with this is fulfilling their purpose, and is helpful, and does not require you to create more content.
  53. 53. @msweezey Mediated Self On average we have 7.4 social channels and project a different self on each one. The value to us is in expressing our being, and having that desire validate by others. The Power of a Like!
  54. 54. @msweezey “ “ “Maintaining mediated relationships at a distance requires "Frequent small gestures that tend to be phatic. Mobile media fit into a continuous conversation in which each mediated interaction reactivates, reaffirms, and reconfigures the relationship". Lipscome: 2004 "Connected" presence: the emergence of a new repertoire for managing social relationship in a changed communication technoscope
  55. 55. @msweezey “When you see people voting up your answer or adding their own replies in real time it makes you realize there’s a good group of people reading your stuff. I don’t get that immediate rush on my blog” -Robert Scoble, Futurist and Social Media icon “ “
  56. 56. @msweezey Modern Media Engagement Releases Dopamine The New York Times, called Dopamine “The Molecule for Motivation” in their 2009 article on neuroscience. http://www.nytimes.com/ 2009/10/27/science/27angier.html?_r=0
  57. 57. @msweezey Dynamic automations are the only way to provide a contextual and instant experience at scale. Radical Tactic #2
  58. 58. @msweezey David Oglivy once said, “He’s the best copy writer in the world. That’s why I’ve got him”. Remember 80% of your email copy is not read, and people vary rarely even “Read” anymore. It’s mostly scanning. Get to the point “Most marketers write like engines. They take a while to start up, then they get running. Just start off running.”
  59. 59. @msweezey Cookie based tracking and automated marketing technology allows this to happen, far surpassing Dunbars wildest dreams. Now small teams of people are traffic cops rather than execution machines. Automations Are not optional
  60. 60. @msweezey Data Collection Buyers become highly fragmented beings across multiple channels. They are always connected, and always on. The only way to reach them is to know more about them, and understand what it takes to really be relevant to the modern buyer. You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their vertical. Behavioral Data You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their vertical. Psychographic Data Also combine with all other internal data. CRM Data
  61. 61. @msweezey This Is the old way of thinking about conversion. How do we make content, and drive people to it. Now we take a new approach with dynamic journeys. Static Experiences Follow Historical 
 Logic. Stop it!
  62. 62. @msweezey Demandbase underwent a new optimization of their website. They began changing their website based on the IP of the people landing on their home page they obtained a 416% increase in demo requests. 416% Increase in Demo’s The idea of Zero Click is to be able to completely change the experience you are presenting to someone based on a variable you know about them. This can be an IP address, a lead score, a buyer persona, etc. The Goal Is a Zero Click experience
  63. 63. @msweezey Lead Nurturing Wins Using the 3-2-1 technique of lead nurturing eCornell has been able to see amazing results. Converting 50% of all sales qualified leads who are nurtured into new customers. eCornell Lead Program Is the online branch of the Ivy League Cornell University. They are responsible for driving all traffic and produce 5,000 leads per month. 16X Higher conversion rate on leads that have been nurtured vs those that have not. Produced the single biggest increase in leads from any other method.
  64. 64. @msweezey Choose Your Own Adventure This is how you nurture leads on your website and provide a relevant, and contextual information. Offers change based on their stage to be relevant. ( These are Dynamic Content) ( These are Dynamic Content) ( These are Dynamic Content)
  65. 65. @msweezey John, I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. Best, Mathew STAGE 3 CTA STAGE 2 CTA Choose Your Own Adventure This is how you use Choose Your Own Adventure in email. By allowing people to self select into content you gain the insights, and they gain trust.
  66. 66. @msweezey
  67. 67. @msweezey The majority of the “Noise” in the future will not come from business but come from consumers. The only effecitve way to manage this is with a proactive mindset. Radical Tactic #3
  68. 68. @msweezey “It is not the height of your highs, but the valley of your lows which will shape your brand” -Andrew Davis, Author of Brandscaping “ “
  69. 69. @msweezey Ship My Pants National retailer spends over $10 million on a campaign to get people to shop in their stores. The campaign was based off of an award winning tag line “Ship My Pants”
  70. 70. @msweezey Infinite Media Hurts Upon a Google search to find the local store the average review is 2.9 out of 5. Creating a bad impression directly following the positive impression of the “Ship My Pants” campaign.
  71. 71. @msweezey Net Positive Experience Upon going to the website to then purchase the website was broken. This now has created a “NET NEGATIVE” effect and the only way to win this consumer back is to spend more money. This is not sustainable.
  72. 72. @msweezey MindsetEveryone in the organization understands everything they do will end up online. Services will receive tweets, product will receive reviews, and sales will be talked about. Everyone must understand the net positive effects of their actions.
  73. 73. @msweezey Creating Mindset Everyone in the company must be able to answer three basic questions. If they can you will proactively mitigate bad experiences and ensure a “Net Positive” experience in the future. -  What do we value in an employee -  What do we value in a customer -  What do we call success Simplicity Wins in Mindset
  74. 74. @msweezey Customer Executive Having everyone in your with the same mindset is the only sustainable way for you to proactively protect your brand from the infinite amount of content which will be published about you in the future. This is why companies like AT&T give CX a seat at the Executive Table.
  75. 75. @msweezey Customer Experience Forrester’s Customer Experience Index (CXi) leaders had a cumulative 43% gain in performance over a six-year period (2007 to 2012), compared with a 14.5% increase for the S&P 500 Index and a 33.9% decrease for a portfolio of customer experience laggards.
  76. 76. @msweezey Creativity in the future is itterative, not singular. Radical Tactic #4
  77. 77. @msweezey Place your pin on the blue dot. Your goal will be to close your eyes and then draw a straight line to the red dot. Stop when you get there.
  78. 78. @msweezey Your line probably looks like this.
  79. 79. @msweezey Now try again, but feel free to stop when ever you want. Leave your pen on the paper, and open your eyes. Recalibrate, close your eyes then continue to draw your line. Take as many stops as you want.
  80. 80. @msweezey Your second line probably looks like this.
  81. 81. @msweezey Agile Theory Small and frequent iteration is the key to success when you operate in dynamic environments. Our marketing enjoinment is dynamic since our consumer, and channels are constantly changing. Technology also has now caught up to a place where instant iteration is possible. User Stories MVPReview Execute
  82. 82. @msweezey User Stories What is their role with the customer? What responsibilities do they have? What issues do they face? What do they want to learn? User Stories MVPReview Execute
  83. 83. @msweezey MVP Minimum Viable Product: What is smallest way you can provide value to your core consumer. This is your minimum viable product. Create this, then learn how to improve it. User Stories MVPReview Execute
  84. 84. @msweezey Review You need to have baselines to compare things to. Industry baselines will not help you much. Instead look at your own internal numbers. Better not best is what you should shoot for. User Stories MVPReview Execute
  85. 85. @msweezey Further Reading On Agile: Read this: http://www.clickz.com/ clickz/column/2278708/the-future- trend-of-marketing-automation- agile-marketing User Stories MVPReview Execute
  86. 86. @msweezey Pick up The Phone Was the content you engaged with helpful? How can it be better? What was the best thing you’ve found?
  87. 87. @msweezey We are here You must understand we are in a time of radical change, and only by fully understanding the change can we succeed in the infinite future. In assessing the blame for the failure of good companies, the distinction is sometimes made between innovations requiring very different technological capabilities, that is, so called radical change, and those that build upon well-practiced technological capabilities, often called incremental innovations. The notion is the magnitude of the technological change relative to the companies’ capabilities will determine which firms triumph after a technology invade an industry.   -Clayton M. Christensen, The Innovators Dilemma
  88. 88. @msweezey Thank youPlease share if you enjoyed this

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